If you publish an e-mail newsletter, or "e-zine," it's important to realize that it WON'T attract and keep subscribers without offering practical content. If you only drone on about how wonderful you and your services are, your readers won't stick around for long.
But you CAN toot your own horn, as long as you don't drown out useful content your readers are looking for. This careful balance is key to increasing your response rates and increasing business.
Here are my top 10 tips on how to accomplish this:
1) Make sure your MAIN ARTICLE always provides information that your readers will find valuable.
By having a main article as foundation of your issue, readers will feel they got what they came for - helpful information. Try a "how-to" article, a list of resources, a list of top 10 tips, a review of a trend in industry - that sort of thing.
2) Begin each issue with an "EDITOR'S NOTE" or "PUBLISHER'S NOTE."
I have found this is perfect place to let readers know about what's happening with me and my business, give them a taste of my personality, and announce any upcoming events or workshops. Because this is a personal message from you to them, and because it's NOT your main content, you have more leeway in being direct and self-promotional.
3) In your article, throw in LINKS to related articles you've written or been featured in, when appropriate.
Your readers will appreciate additional information and resources, and it's one more chance for you to demonstrate your expertise and credibility.
4) Make sure your links are "clickable."
To ensure your links come through as hyperlinks on your reader's end, make sure you put "http://" prefix before them. And to make any e-mail addresses clickable, insert prefix "mailto:" before them, with no space in between.
5) Directly after your article, give a quick PROMO BLURB, mentioning your services, books, reports, or workshops.
Why right after article and before anything else? If someone reads your article and says to themselves, "Gee, that was great information!" They'll be ready to hear what else you have to share on that subject.